Put Your Money Where Your Mouth Is - Pay Per Click Advertising - A Case Study of www.headstartpropertyfinance.com.au

WEB WEDNESDAY
Google AdWords Campaign Analysis of Head Start Property Finance

PPC v’s Organic

Login Page – www.adwords.google.com.au/

Account Snapshot

Date Range
Name & Number of Campaigns
Total Spend
Check Campaign Settings

Campaign Screen

Networks, Devices & Extensions

Bidding & Budget

Advanced Settings

Ad Groups

Ad Text
Sunshine Coast Broker
Offering mortgage broking services
for all your home loan needs.
www.headstartpropertyfinance.com.au

Dynamic Keyword Insert
{Keyword:Sunshine Coast Broker}
Offering mortgage broking services
for all your home loan needs.
www.headstartpropertyfinance.com.au
Beware!!!!

Deleted Ads

Keywords

Quality Score

Deleted Keywords

Keyword Matching
Broad Match – (Default option)
Example: Tennis Shoes
search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers.
Phrase Match – I
Example: “tennis shoes”
In this order, and possibly with other terms before or after the phrase.
Phrase match is more targeted than broad match, but more flexible than exact match.
Exact Match
Example: [tennis shoes]
You likely won't receive as many impressions, clicks, or conversions with exact match as you would with broad match. However, if you've carefully constructed a comprehensive keyword list, the traffic you do receive may be more targeted to your product or service.
Negative Keywords

Google Suggests Keywords

Keyword Tools
Word Tracker
Adwords Accelerator
Market Samuari
Google Keyword Tool
Good Keywords
Keyword Spy

Google Keyword Tool https://adwords.google.com.au/select/KeywordToolExternal

Keyword Results

Negative Keywords

Check On The Competition

Google Anlaytics
Conversions
Bounce rates
Avg time on site
Page/visits

What is Google Analytics?
Google Analytics generates detailed statistics about the visitors to a website. Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. With this information, you can improve your website return on investment & increase conversions.
It is free!

Google Analyticshttp://www.google.com/analytics/

How valuable is Analytics?

Landing Page Optimisation

Landing Page
Call to action
Landing Page to match ad text
Sense of Urgency
Validation & Credibility
Contact Form

The Leaking Bucket

LPO Do’s
Make sure the context of landing page matches the ad that brought them there, don’t surprise them!
Eliminate unnecessary choices, if you emphasize too many items all of them lose importance.
Reduce noise (useless information) less is more! People scan web pages they don’t read them.
Create a sense of urgency.
Use risk reducers – guarantees, alternative transaction methods, trials and intro offers, safe shopping symbols, privacy symbols.
Validation & Credibility – Industry or media awards, media coverage, testimonials, client lists & logo’s and case studies.

LPO Don'ts
Intro pop ups they equal death!
Making unrelated offers.
Asking for too much information.
Asking for information in non-standard order.
Reconfiguring forms.

The Bottom Line

Check On The Competition

Summary
Keyword Selection
Keyword Match Types (inc. Negatives)
Split Search Network & Content Network
Geo-Targeting
Manual Keyword Bids
Lift average ad position
Split test ads
Link Adwords & Analytics correctly
Conversion Tracking